Keyword Strategy for PPC: How to Choose High-Intent Keywords and Structure Your Campaigns

Introduction

Choosing the right keywords can make or break your PPC campaign. They determine who sees your ads, how much you pay per click, and - ultimately - the quality of your leads. Yet too many advertisers still chase high-volume keywords that drive traffic but fail to convert.

In 2026, winning PPC campaigns aren’t about bidding on everything. They’re about precision - understanding user intent, segmenting search themes correctly, and creating structured ad groups that match the buyer’s journey.

Here’s how to build a keyword strategy that delivers qualified leads and maximises ROI.

1. Understanding Search Intent

Before adding a single keyword to your campaign, it’s crucial to understand search intent - what the user is really looking for when they type that query.

There are three primary types of intent:

Intent Type

Example Search

Purpose

Informational

“What is CRM software?”

Research stage – early funnel.

Navigational

“Salesforce login”

Brand-specific navigation.

Transactional / Commercial

“Best CRM for small business”

Ready-to-buy or enquire.

For lead generation, your focus should be transactional and commercial-intent keywords. These searches show users are close to taking action - requesting a quote, booking a demo, or downloading content.

Tip: Use tools like Google Keyword Planner, SEMrush, or Ahrefs to identify terms with buying signals - look for modifiers such as best, pricing, near me, agency, software, services, quote, demo, or hire.

2. Building a Keyword List with Purpose

A strong keyword strategy balances breadth and depth - covering enough terms to capture demand, but with tight relevance to your offer.

Start with Core Themes

Begin by listing the main product or service areas you want to promote. For example:

• Cloud backup services
• Managed IT support
• Cybersecurity solutions

For each theme, brainstorm long-tail variations that reflect how real users search.

Example: “cloud backup” → “secure cloud backup for small business”, “GDPR-compliant data storage”, “offsite backup provider”.

These longer-tail keywords often cost less per click and deliver higher conversion rates, as they show stronger intent.

3. Structuring Campaigns for Quality and Control

Once you have your keyword list, structure it in a way that aligns closely with your ads and landing pages.

Ad Group Structure

Group keywords by tight theme relevance - each ad group should represent a single intent or topic.

Some examples include: Campaign, Ad Group, Keywords, Cloud Backup Services and Cloud Backup

“cloud backup for business”, “online data storage for SMEs”, “secure cloud backup”

Cloud Backup Services

GDPR Compliance

“GDPR-compliant backup provider”, “UK data compliance backup”

Cloud Backup Services

Disaster Recovery

“disaster recovery solutions”, “offsite data recovery service”

This structure allows you to:

• Write ad copy that perfectly matches the user’s query.
• Improve Quality Score.
• Control bids and budgets at a granular level.

The result? Higher relevance, lower CPC, and better conversion performance.

4. Using Match Types Effectively

Match types control how closely a user’s search must match your keyword before your ad is shown. Understanding them helps refine your reach:

For example: Match Type, Format Example, Description, Broad Match, Cloud Backup.

Shows for related variations (wide reach, lower precision).

Phrase Match

“cloud backup”

Shows when the phrase appears in search (balanced control).

Exact Match

[cloud backup for business]

Shows only for this specific term (highest control).

Use phrase and exact match for your highest-intent, conversion-focused keywords. Broad match can work in awareness campaigns or when paired with Smart Bidding to automatically filter quality traffic.

Pro Tip: Regularly review your search term report to identify new converting queries - and add irrelevant ones as negative keywords.

5. Negative Keywords: Protecting Your Budget

Negative keywords prevent your ads from showing for irrelevant searches. They are one of the most underused (but most effective) tools in PPC.

Examples:

• If you sell premium services, exclude: free, cheap, template, DIY.
• If you’re B2B, exclude: jobs, training, internship, courses.

This helps you avoid wasted spend and ensures your budget targets only commercial traffic with real potential to convert.

Pro Tip: Review negatives weekly. Add new terms that trigger poor engagement, and segment lists by campaign type to maintain control.

6. Keyword Segmentation for Funnel Stages

Map your keyword strategy to the buyer journey.

• Top of Funnel (TOFU): Broader, educational terms for awareness (use with content offers or display campaigns).
• Middle of Funnel (MOFU): Comparison or solution-based keywords for users evaluating options.
• Bottom of Funnel (BOFU): High-intent, conversion-focused terms like pricing, demo, quote, or hire.

By aligning keyword intent with funnel stage, you can create tailored messaging and landing pages - improving conversion rate while reducing wasted spend.

7. Using Data to Evolve Your Keyword Strategy

Your keyword list is not static. Performance data will show which terms drive ROI - and which ones drain budget.

Track these metrics:

• CTR (Click-Through Rate): Indicates how relevant your ad is.
• Conversion Rate: Shows lead quality.
• CPC (Cost per Click): Affects efficiency.
• Search Impression Share: Measures visibility.

Pause low performers, double down on proven converters, and use search term insights to identify emerging trends.

Regular audits keep your campaigns aligned with changing market behaviour and search demand.

8. Integrating Keyword Strategy with Ad Copy and Landing Pages

To achieve the best results, your PPC campaigns should maintain a consistent message match between the search term, the ad copy, and the landing pages, as shown below:

• Keyword → Ad Headline: Reflect the user’s search exactly.
• Ad → Landing Page Headline: Reinforce the same message and CTA.

For example:

Keyword: “CRM for recruiters”
Ad: “CRM Built for Recruitment Agencies – See a Live Demo”
Landing Page: “Recruiter CRM Designed to Streamline Your Workflow”

This consistency boosts Quality Score, lowers CPC, and increases conversion rate - all through keyword alignment.

9. Common Keyword Mistakes to Avoid

1. Focusing on Volume Over Intent: High-volume keywords don’t always convert.
2. Mixing Unrelated Keywords in the Same Ad Group: Lowers Quality Score.
3. Ignoring Negatives: Leads to wasted clicks.
4. Never Updating Lists: Markets shift - your keywords should too.
5. Over reliance on Broad Match: Easy to overspend without the right filters.

Avoid these pitfalls and you’ll maintain stronger campaign control and ROI.

10. Final Word: Keywords That Convert

A winning PPC keyword strategy is more than a list - it’s an evolving system built around intent, structure, and insight.

By understanding user behaviour, structuring campaigns for precision, and continuously refining based on performance, you’ll build a search engine presence that not only drives traffic - but delivers measurable, bottom-line growth.

If you’re ready to take your keyword strategy further, our PPC specialists can help you:

• Identify high-intent opportunities in your market.
• Build tightly structured campaigns that align with your goals.
• Optimise performance for long-term ROI.